A new (presumably viral) ad has launched to encourage Danish couples to conceive abroad. Citing statistics that point to a lower birth rate in Denmark, the country is encouraging couples to book their trip abroad in order to get them to conceive (they say that couples who vacation abroad often conceive when doing so). Best of all, when you book your trip using the “ovulation discount,” and you manage to get pregnant you can win a “three-year supply of baby stuff.” We’ve talked a lot about sex in advertising on Information Ethics Report, but this is something new. As far as advertising goes, it’s certainly a memorable and engaging way to increase the visibility of a brand, in this case the travel firm Spies Rejser. But are there any ethical issues to discuss here?